Career Development's Role in Recruitment & Retention Merrimack College May 20, 2014
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Career Development’s Role in
Recruitment & Retention
Merrimack College
May 20, 2014
© 2013 Eduventures, Inc.Eduventures is the industry leader in research, data, consulting, and advisory services for the higher education community. For nearly 20 years, college and university leaders and education industry providers have looked to Eduventures for innovative and forward-looking ideas, insights into best practices, and help with making the strategic and operational decisions vital to their success. More about Eduventures can be found at www.eduventures.com.
The work we do. Enhance Brand & Market Position • Engage with stakeholders and convey a clear, differentiated value proposition. Build Operational Excellence • Formulate decisions based on best practice and rigorous benchmarks about where to invest in your operations to drive outcomes. Shape Institutional Strategy • Create a comprehensive strategy and implementation plan to drive success for the opportunities and challenges of today and the future. Drive Innovation & Change • Engage and empower campus stakeholders to develop the next big ideas, leverage technology, and drive constant improvement.
150,000+
Alumni, prospective students, and parents
2,300+
Leaders and practitioners in our network
400+
Partner institutions
40+
Analysts and consultantsWhat Makes Us Different. Evidence Expertise Impact
Today’s Agenda • Key Issues for Higher Education • Generation Z • Career Development’s Role in Recruitment and Retention • Communicating Your Value © 2013 Eduventures, Inc. 6
KEY ISSUES FOR HIGHER
EDUCATION
© 2013 Eduventures, Inc. 7Common Themes in Strategic Plans
Increasing traditional enrollments: 91%
Fundraise for new or improved facilities: 89%
Retention: 87% (as compared to 63% last year)
Increase Diversity 87%
Technology Enhanced Learning 77%
Increase Graduate Enrollments 66%, Increase
Number of Graduate Programs 63%
Global Approach 64%
Career Focused Program 62%
Build Stronger Alumni Connections 57%
General Education Improvements 55%
© 2013 Eduventures, Inc. 8Key Issues Impacting Colleges & Universities
1 Changing Demographics Will Impact Recruitment Strategies
2 The Market Will Increasingly Drive More Spending on Retention
Communicating Value Needs to Go Beyond Cost to Drive Yield
3
One-stop Shops for Student Services Will Become More
4 Common
5 Competing on Outcomes Become Even More CriticalThe Number of High School Graduates Will Begin to
Increase Again in 2015-2016
Total Estimated and Projected High School Graduates in the
US 2009 to 2021
3,450,000
3,400,000
3,350,000
3,300,000
3,250,000
3,200,000
3,150,000
3,100,000
Source: Knocking at the College Door, WICHEGrowth In High School Graduates Is Not Consistent
Total Estimated and Projected High School
Graduates in the US 2009 to 2021
South Atlantic
620,000
540,000 Pacific
East North Central
460,000
West South Central
Middle Atlantic
380,000
300,000 Mountain
West North Central
220,000
East South Central
140,000 New England
Significant Growth Significant Decline
Source: Knocking at the College Door, WICHEThe Demographic Composition of College Bound
Students Continues to Change
Insert slide with info re)
diversity of population
Source: Knocking at the College Door, WICHEBenefit
Value =
CostGENERATION Z © 2013 Eduventures, Inc. 15
Facebook
TiVo
Atlantis
9/11 Twitter
2004
2011
1999
2001
2006
1995 2014
2008
2001
2005
Obama
iPod
KatrinaFACT 1: NOT BRAND LOYAL.
FACT 2:
EXTREME CURATORS.
19FACT 3: EXPECT TO BE ENTERTAINED.
FACT 4: LISTEN TO PARENTS!
PARENTS AS PARTNERS
Observers 50/50 Partners Directors
16%
29%
55%CAREER DEVELOPMENT’S ROLE IN
RECRUITMENT & RETENTION
© 2013 Eduventures, Inc. 23Key Enrollment Drivers
6.60
6.40 6.37 6.39
6.20 6.13
6.11
6.04
6.01 5.99
6.00
5.85 5.84
5.81 5.82
5.80
5.71 5.69 5.70 2013
5.61 5.59 2014
5.60
5.40
5.20
5.00
Career Core academics Academic Affordability Social Advanced Physical Diversity of
preparation environment environment academic environment academic
opportunities opportunities2014 College Bound Market Update - Northeast Results
Please rate the importance of the following areas in deciding which college you will attend.
(1=Not at all important, and 7=Extremely important)
Mean
7.00
6.40
6.12 6.08 6.06 5.90 5.89 5.86 5.75
6.00
5.00
5.00
4.00
3.00
2.00
1.00
0.00
Career Core Academic Affordability Advanced Social Diversity of Physical Flexibility of
preparation academics environment academic environment academic environment delivery
opportunities opportunities
25The Parent Perspective
7.0
6.53 6.46
6.5 6.38
6.13
6.03
6.0 5.91 5.84
5.59
5.5
5.0
4.70
4.5
4.0
Career Academic Core Affordability Advanced Diversity of Physical Social Flexibility of
preparation environment academics academic academic environment environment delivery
opps. opps.
© 2013 Eduventures, Inc. 26Most Important Outcomes of College
Parents Students
Rank Rank
Importance Importance
Be able to pursue a personally fulfilling career path 6.58 1 6.51 2
Gain in-depth knowledge and expertise in their
6.43 2 6.54 1
chosen major
Learn to be a responsible adult (e.g., fulfill
6.42 3 5.95 11
obligations, make sound judgments)
Develop critical thinking skills that help them analyze
6.41 4 6.04 9
and evaluate ideas
Learn to be an independent adult 6.41 5 6.05 7
Learn to communicate effectively in written and
6.30 6 5.82 14
verbal form
Have skills that will help them enter a specific
6.29 7 6.39 3
career
Be adaptable for future careers and career changes 6.26 8 6.05 8
Be able to conduct themselves in a professional
6.25 9 5.91 12
manner
Learn to apply academic concepts to real world
6.24 10 6.01 10
situations
© 2013 Eduventures, Inc. 27COMMUNICATING YOUR VALUE © 2013 Eduventures, Inc. 28
Benefit
Value =
CostPartnership Framework
Enrollment
Management
Academic
Advancement
Affairs
Parent Career
Programs Services
304 Steps to Define and Articulate Your Value to
Key Constituents
• Identify your institution’s unique value
1. Identify proposition
• Is it differentiated? Key Areas to Assess
Career Services
2. Test • Is a component outcomes-based?
• Does it have broad appeal?
Academic Offerings
Experiential Learning
Average Debt Level
Discount Rate
• What does your market want? Alumni Engagement
3. Assess • What is working well?
• What programs need improvement?
Parent Engagement
Alumni Salaries
Financial Aid Policy
• Use a unified theme
4. Message • Make it simple and accessible
• Build in flexibility for segmenting
© 2013 Eduventures, Inc. 31QUESTIONS © 2013 Eduventures, Inc. 32
Thank you
Heather O’Leary
Principal Analyst
holeary@eduventures.com
© 2013 Eduventures, Inc. 33You can also read
